Genius Marketing for Boring, Complex, or Non-Differentiated Products
How do you market and sell the the tough stuff? Hear my podcast with the good people at Salesforce’s Marketing Cloudcast.
One of Ann Handley’s top tips for creating a writing culture? Training!
Want to create a culture of writing? Ann Handley says you should invest in writing training.
Working with a freelance blogger
My friend Margie Dana has great advice for working more effectively with a freelance blogger.
Content Execution Excellence Part 10: Remember Your Goals
In the last of a series of ten posts on content, a gentle reminder to remember why we’re doing what we’re doing.
Content Execution Excellence Part 9: Plot the Next Step
You can take the writer out of direct marketing, but once that writer has been disciplined in the field, you can’t take direct marketing out of the writer. And that’s a good thing. Because direct marketing is all about getting results by driving action. Now, consider your content. Chances are, creating it represents a significant…
Content Execution Excellence Part 8: Multiply Your Efforts
Recycling: it’s not just good for the planet, it’s good for content production, too.
Content Execution Excellence Part 7: Create a Process
To succeed with content, you need a process for creating it. Here’s a quick, three-part breakdown of the basics…
Content Execution Excellence Part 6: Wear Your Briefs
Do you have what it takes to fill in a brief? If you intend to make quality content, I sure hope so.
Content Execution Excellence Part 5: Break Your Brand Standards
Sigh, branding. You want to talk branding? Here’s a comfy chair, here’s a box of tissues. Now let it all out. There, there. Okay, ready? Here’s what you do about content and branding.
Content Execution Excellence Part 4: Tell Stories
When you create content, create drama that whets the appetitie for that content. Here’s how in three basic steps.